Org Organic Coffee

"Barker Gray have recently created a new organic Roast & Ground coffee brand ‘Org’ for the DE Master Blenders expanding out-of-home portfolio. The agency was responsible for the naming, strategy and design of the new brand.

The aesthetic sought to distance itself from the world weary organic space of hessian sacks and natural palettes. Instead a Scandinavian / loft inspired look was employed to bring a high design sensibility to the offer, to support its premium positioning."

"The idea was simply to use a beautiful organic hand drawn line that ebbs and flows its way around the identity, that reminds some of the mountainous terrains, synonymous with coffee growing regions. This was created by Sydney based artist Debbie Mackinnon and is fully employed throughout the visual identity program created. White speaks to purity and simplicity, whilst still providing an element of the unexpected against a sea of dark colored coffee brands."

It is now being implemented across Australia, with positive reactions from key accounts and consumers alike.